Building an Engaged Social Community in B2B Loyalty: Taylor’s version
7 Tips on Building an Engaged Social Community in B2B Loyalty: A Taylor Swift version
A few years ago we wrote a blog about Lady Gaga’s expertise at cultivating an engaged social community. We have taken this blog and updated it for another modern day icon, Taylor Swift. Taylor Swift's mastery of fan engagement offers valuable lessons for B2B loyalty programs. Let's see how to translate her techniques into a thriving, dedicated community:
1. Find your niche
Just like Taylor Swift transitioned from country to pop while maintaining her signature style, your loyalty program should focus on alternative rewards that complement your offerings and set you apart from the usual loyalty programs. For example a software company might offer exclusive webinars, early access to features, or professional certifications that enhance members' value.
2. Be authentic
Taylor Swift builds a relatable persona by sharing personal stories through her music and social media. Similarly, your message to your B2B loyalty community should express your company's founding story, employee journeys, and even occasional product challenges. This honesty builds trust.
3. Create a space for conversation
Taylor Swift's iconic "Secret Sessions" give fans intimate access. In a B2B loyalty program, top-tier rewards could offer exclusive access to product roadmap discussions, Q&A sessions with leadership, or client networking events. Position your community as the place for expert discussions on industry trends, product best practices, and solving client pain points. Incentivise knowledge contribution with a badging system for those who provide the most valuable insights, positioning them as thought leaders.
4. Use social value to your advantage
Taylor Swift champions causes important to her fans. Consider offering loyalty points for donations to partner charities, matching contributions, or offering additional rewards redeemable for sustainability-focused products. This aligns your brand with positive impact.
5. Leverage the power of storytelling
Taylor Swift transforms albums into narrative arcs filled with emotion and imagery. Spotlight client success stories in a compelling way, an example of this could be a video series could showcase how your product solved real-world problems.
6. Keep it fresh and exciting
Taylor Swift has surprised and delighted over her career with surprise album drops and hidden Easter eggs. B2B programs can offer limited-time challenges, scavenger hunts within the platform for bonus points, or themed content tied to trending events with playful names ("The Eras of ERP").
7. Celebrate your community
Taylor Swift notices individual fans, sends surprise gifts, and creates a sense of belonging. B2B programs can achieve this by publicly celebrating top earners, offering personalised anniversary or birthday rewards, and recognising members who go above and beyond to help each other.
Remember that by focusing on connection, shared values, and exclusivity, your B2B loyalty program can foster a community almost as passionate as Taylor Swift's Swifties! Companies slow to adapt risk getting 'left behind'... just like those who don't know the lyrics to Taylor's latest hit.
